colinneagle writes: Facebook is currently testing "want" and "collect" buttons on roughly a third of users, but will eventually roll out the new ecommerce-focused tools to 100% of U.S. users.

The company is working with Victoria's Secret, Pottery Barn, Michael Kors, Wayfair, Neiman Marcus, Fab.com and Smith Optics.

The difference between "liking" and "wanting" would be like discovering the holy grail of datamining. Inside Facebook said that although the "Want" button is different than the Want plugin that developer Tom Waddington noticed in June, the company may eventually offer it as a plugin.

Unsurprisingly, Facebook wants to keep people on the site as opposed to leaving to visit Pinterest. Collections will offer retailers a Pinterest-like option to engage buyers, offer users a way to collect images, while also collecting even more data about users. For example, Facebook asks, "Why are you collecting this?" Regardless of a user's answer, the wants and collects will surely be used to deliver targeted ads. Eventually, the Collections feature could help Facebook generate more revenue.